The subject of creating, and especially using Web dictionaries has so far enjoyed little popularity in Poland, even though it is already quite common around the world. However, Schema.org is not reserved for popular brands – literally anyone can use a Web dictionary.
Every webmaster is familiar with HTML tags. We know that they provide the browser with necessary information as to how our site should be displayed. Hence, using:
we tell the browser to display the header “Car”. But does a search bot know what this word actually means? This is a problem whose solution can be found with Schema.org.
Up until now, search engine bots understood textual content as sequences of characters. With the quickly growing amount of content online, it is getting increasingly difficult to find the best results. In the longer term, this may cause difficulties in presenting satisfactory search results.
Today, the situation is completely different. A search bot that crawls through HTML code of our site may understand that the aforementioned “car” stands for:
– a 2-4 door vehicle: https://auto.schema.org/numberOfDoors
– a passenger or transport car: https://auto.schema.org/bodyType
– a vehicle of a specific make, model, with a particular engine, average fuel consumption, color etc.: https://auto.schema.org/Car
All this thanks to a bit of code suggested by a web dictionary. This is how a search bot obtains more information about the content of our site.
At present there are three methods of implementing Schema.org:
Thanks to tags in the form of Microdata, RDFa or JSON-LD, we may define data that designates content visible for the human visitor – which is composed of values from Schema.org. We may also enter additional information, which is not visible on the website, but provides valuable supplementation of knowledge about the content. The easiest way to add code is to use JSON-LD. For example:
“name”: “Nazwa Marki”,
“logo”: “https://www. example.com /images/aaaaa-logo.jpg”,
It is worth mentioning that these methods of implementing Schema.org do not have negative impact on the site’s loading time, nor are they visible in its layout.
Google makes constant attempts at diversifying search results, introducing new Rich Snippets on a regular basis. Implementation of Schema.org helps distinguish our site among other search results, enriching our results with contact data, product ratings, opinions on the brand, links to our social media channels or an internal search field.
Google is always trying to attract the attention of its users. We should make use of it! The majority of Google’s novelties are tested by American users, and if a given Rich Snippets turns out to be successful, it is then introduced in regional search engines.
Schema.org was implemented on more than 10 million websites. The introduced changes facilitate and enhance presentation of a brand on the Internet, which makes it more trustworthy. Why is that? Because Schema.org allows to expose the data pertaining to our company.
The effects of implementing Schema.org as such cannot be described by your typical SEO KPIs. Let’s instead demonstrate them. What distinguishes websites with the added code is the very fact of practicing a new dimension of SEO PR:
Implementing a search field within Rich Snippets allows us to measure the number of people that use it. It is a fairly simple operation. The search field presented in SERPs can posses a different URL. Thanks to this, we are able to evaluate how many people use it, and what the quality of the provided traffic is. Additionally, if the snippet contains a phone number, we may provide a special number that will be used only at this location. This way we will be able to learn how many people call us on basis of information found in the Knowledge Panel.
SPAM in Rich Snippets
The goal behind Rich Snippets is to expose data, so that one may reach the desired information more quickly. In short – to minimize the effort behind finding information and to provide concrete information immediately.
However, certain forms of abuse of the mechanism did occur, which basically amounted to spamming the search engine. Google reacted as follows:
„Matt Cutts announced at PubCona couple months ago that this would happen, saying that the ability to have and use rich snippets may be taken away for low quality sites in the coming months. And this has indeed happened. Matt said this would likely reduce authorship by 15% to only show more authoritative authors.”
The answer to this form of spam is a tool that enables the users to notify about websites that provide incorrect data in Rich Snippets, e.g. information that is misleading or does not follow Google’s quality guidelines.
Why can Schema.org be useful in standard SEO practices?
In the age of websites that contain unique and valuable content, that are properly optimized; when SEO activities are conducted with utmost care – Schema.org becomes a way to distinguish a good website among other good websites. We may provide the search bot with a plentitude of information about our company, that will then be promoted – tele address data, logotypes, social profiles and many more.
Remember: Google will promote our site thanks to the implementation of Schema.org. Putting these methods into practice will result in a better CTR (Click Through Rate) for our websites!
One confirmation of this was obtained in a test on 300 respondents. Each of them obtained only one search result.
The task was to select the result that they considered the most valuable, in other words, the most relevant. It turned out that the exposed result (the second position on the screenshot above) enjoyed more popularity than position number 1!
However, before we decide to implement Schema.org, we should conduct a thorough analysis of our site and select data that we want to promote by means of the dictionary. A well-thought strategy od implementation is the crucial element of our success with Schema.
Correctness of implementation
Naturally, we must remember about proper implementation of code. It is all the more important, since in case of errors in implementation, Google may accuse as of attempting manipulation. The added code must be correct. We may control this using the Structured Data Testing Tool. It enables us to immediately investigate the validity of the prepared code, as well as that which has already been added.
We may also look for data concerning the validity of Schema.org’s implementation in the Google Search Console (formerly known as Google Webmaster Tools), well known to all webmasters.
Some SEO specialists wondered whether providing structural data has any influence on rankings. Google’s Webmaster Trends Analyst, John Mueller, said:
September 11th, 2015
„Overtime, I think it [structured markup] is something that might go into the rankings as well. If we can recognize someone is looking for a car, we can say oh well, we have these pages that are marked up with structured data for a car, so probably they are pretty useful in that regard. We don’t have to guess if this page is about a car.”
Schema.org allows for quicker access to key information, at the same time contributing to a brand’s better presence on the Internet. If users find the desired results quickly and easily, their satisfaction grows.
Allowing Google to recognize the content of our site, we create an opportunity for its promotion in search results. The point is to provide the user with a full package of data, to expose it and generate valuable traffic for our site. In order to achieve this, we must first conduct a thorough analysis, implement the proper code, and finally test and monitor all novelties. Google constantly extends the list of data types that are then used when generating Rich Snippets. We should benefit from this and remain up to date!
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